As Oasis well knows, brand names can be tricky; its “sort-of fruit squash” currently trails behind Britpop, desert paradises, high-street clothing, and leisure centres on the list of “things people associate with the word Oasis”. But the squash pedlar is still determined to bagsy a bit of the English language, as its new advert proves. In it, a teen stands outside a newsagents, Oasis in hand. He spies a busker, who – for no apparent reason (except maybe the residual glamour of having somebody who has just bought an Oasis look at you) – is suddenly deluged by the trappings of celebrity: paparazzi, free clothes, a crap-looking film that he’s the star of. But in a fame-cycle so speedy it would make Warhol gasp, seconds later he’s back strumming, stripped of everything bar his underwear. Throughout this sorry tale, a West Country voice spurts say-what-you-see commentary from the ether: “Oh, film” it goes at the film bit. “Oh, pants” at the pants bit.

Really, though, it’s all a stealthy showcase of Oasis’s new catchword. “Oh, full on flavour” goes the trudge towards slogan crescendo, until “O How Refreshing” is brandished across the screen. Because “oh” – or “O” as they’ve rebranded the kneejerk vocalisation of all emotion – is the word Oasis has optimistically called dibs on. It’s got itself a surefire catchphrase sensation: kids will be shouting it, it’ll pepper the everyday chat of annoying people. Everybody will be saying “oh” pretty much constantly. Oasis will lead Britain in chorus – and this time it won’t be a bellowed rendition of Don’t Look Back In Anger. Whether they’ll be thinking of squash, though, is another matter.